Motilal Oswal AMC
Motilal Oswal Financial Services Limited is an Indian diversified financial services firm offering a range of financial products and services.
Motilal Oswal has developed a unique and focused approach to buying right stocks: Quality, Growth, Longevity, Price.
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My Roles
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Wireframes
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Visual Design
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Prototyping
Problem Statement
Motilal Oswal AMC has limited funds which proves both as an opportunity and challenge. It is more focused as compared to aggregators.The brand awareness is low as compared to popular banks like HDFC.
The client wanted to revamp their website and app to create a digital trading platform that enables customers to transact and stay informed.
Goals
Design a website and mobile application that aids product discoverability and has personalized and guided approach, it should help the user learn about investment opportunities and increase customer engagement. The interface should be interactive and conversational.
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Easy product discoverability
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Increase customer engagement
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Aid fund selection
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Simplified transaction
Research
Competitive Analysis
The objective was to analyse UX best practices and design trends in competitor websites. This study enabled me to derive key takeaways from competition and benchmarks identified by Motilal Oswal, and apply the learnings to the solution. I evaluated the platform based on key parameters caterIng to User objectives, Business objectives and Design
best practices.
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I gathered that investment platforms cater to identified user groups with specific set of offerings, discovering a product
is convenient by using simple navigation, transactions are quick easy with minimum number of clicks, e-commerce
approach is used where products can be bookmarked, added to watchlist/cart or shared with peers.
International Benchmarks
I wanted to explore more on benefits and functionalities offered by international markets related to investment. I studied
some websites that helped me gain knowledge on how investment platforms work globally.
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My understanding states that the emphasis is on fund details and not only on the fund value, they provide customization
based on investor type and engage the user with interactive charts and performance tools.
BlackRock
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Minimal, modern interface with bold use of typography and solid colours.
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Investing insights and analysis across asset classes, investment strategies and borders
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Interactive charts enable investment professionals and clients to quickly find the information they need
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Aladdin by BlackRock helps investors make decision and monitor portfolios
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Robust digital content
Dimensional
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Prominent interactive charts and timelines
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Clever use of white space and colours
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Unique filters like socially responsible and sustainability on funds page
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Elegant and unobtrusive investor type options
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Efficient use of sound and video files
Franklin Templeton
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A combination of latest fund data and regular content showcased in a clean and uncluttered format
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Investors can create list of favourite funds from the home page itself
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Product features- fund explorer with filters, favourites tool and shopping cart, fund comparison
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Fund product page is clear and segregated, with interactive performance tools
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Content driven website with fully responsive design
Kempen
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Product finder is a prominent feature with search option present in primary menu
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Accessibility feature to adjust the font size
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Liberty to select from multiple languages, and choose investor type
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Extended use of brand colours with crisp imagery and typography
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Fund comparison tool to help make the right choice
Define
Persona
I created personas that illustrate the target audience: PMS Customers, MF Customers.
Ideate
Information Architecture -Website
Based on the insights I brainstormed on ideas along with the stakeholders, and re-organized the necessary content on website, bringing the funds upfront and ensuring easy product discoverability.
User flows
Further, I created user flows for two most important journeys: Registration and Redemption, I detailed out each step taken
by the user while registering with Motilal Oswal and while redeeming funds from their account.
Registration Journey
Redemption Journey
Prototype
Lo-fi Wireframes
After defining the flow and understanding the screens requirement, I created lo-fi wireframes, the entire exercise was split into sprints. After completing each sprint the ideas were discussed with stakeholders and internal testing was
done to validate the ideas.
As shown below I tried two approaches for landing page, The first approach is search based approach while in the second approach the products are listed upfront. The second approach works better as Motilal Oswal has limited funds as opposed to an aggregator which would have variety of funds following which showing the funds upfront will make them more accessible.
Dashboard - Search based
Dashboard - Product list
Ul Design
Motilal Oswal has a strong branding, I had to adhere to brand guidelines to create designs. The website dominantly uses
yellow, red and blue inspired from its brand colours.
An open navigation is presented on the landing page which has direct entry to all funds, it achieves easy product discoverability. The fund houses are shown upfront for enhanced discovery.
Home Page
SIP calculators and Tools
The tools motivate the users to invest by showing them possible gains. I have made this component interactive, the idea here is as you invest more the plant grows, this gives the users a notion that their money will grow if they invest.
Comparing funds feature simplifies the fund selection process for user as it allows the user to evaluate each fund across
multiple parameters and make a choice
as per his need.
Compare Funds
Ideate
Information Architecture -App
The information architecture for app was different than website one. Mobile app primarily caters to current users as opposed to new comers. The goal of the app is to show users their portfolio and help in quick transactions.
Prototype
Lo-fi Wireframes
The process of creating lo-fi wireframes for app was similar to the website. I focused on key screens like Portfolio, fund details and transactions.
Ul Design
The mobile application targeted mainly the current users. The primary function here was to track portfolio, make more investments
Dashboard
The user has quick access to his portfolio He can view Summary,Mutual Fund portfolio and PMS Portfolio.
Voice message
Having the fund managers speak about the fund increases the credibility of the fund.
Cart and Favourites
E-commerce based approach lead to faster transactions as user can having a shopping like seamless experience which they are used to.
Conclusion
It was a great experience to work on this project, it helped me broaden my knowledge about Investments and BFSI domain, I got a chance to present my work to Mr. Aashish P Sommaiyaa the then Managing Director & CEO of Motilal Oswal and add to my knowledge about future of Investments, the market and users.
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Motilal Oswal not only wants the users to invest but they believe in right investments and educating the user about investments it was a challenge to bring the Investor Education aspect while giving equal importance to their products.
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By following design methodology I was able to create a platform where users could transact easily and stay informed.